Brand Alignment

For when your business is more capable than your brand lets on.

A fixed-scope engagement that ends with your brand reflecting the business you actually run.

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Who this is for

You're an established business. You have the track record and the work to back it up. What you want is to understand exactly what this engagement involves before picking up the phone. If that's you, here's everything.

How Brand Alignment Works

Brand alignment is one engagement. What gets built depends on where your gaps are:

Words

When your gap is in how you describe yourself:
The language your business uses to explain what it does, who it's for, and why it matters.

Positioning

Messaging

Brand language

Boilerplate

Tagline

Visuals

When your gap includes how you look:
Your existing brand assets are reviewed. What's working stays. What isn't gets refined or replaced.

Everything in Words

Logo

Colour palette

Typography

Graphic treatment

Touchpoints

If you need it built and running:
The alignment work applied across the touchpoints your customers actually see.

Everything in Visuals

Website

Pitch deck

Social kit

Print

Your website, deck, and proposals are all saying something different.

A client left for a competitor over something you actually do.

You hear "I didn't realize you did that" more often than you'd like.

Process

What the engagement looks like.

Every engagement runs the same three-phase process. What changes is the depth of what gets built. That depends on where your gaps are.
Phase 1

Find The Gap

Understand exactly where the outside has fallen behind the inside.

Fit Conversation

A 20-minute call to understand your business and where things are falling short. If it's the right fit, we walk you through your options together.

Proposal

Three options based on where your gaps are. We walk you through them on a call, you choose the scope that's right, and we get started.

Gap Session

A working session with the people who know the business best. Before the session starts, we review your marketing materials so we see what an outsider sees. Then we go deep into how the business actually operates.

Gap Report

We document how the business operates, how it's coming across, and exactly where the two don't match. The north star for everything that follows.

Phase 2

Close The Gap

Build the language and look that reflect the business you actually run.

Gap Report

We document how the business operates, how it's coming across, and exactly where the two don't match. The north star for everything that follows.

Findings + Direction

We present the Gap Report and the Alignment Framework together — the problem and the solution in the same conversation. You're never left with a diagnosis and no answer.

Visual System

Where the gap includes how you look, we rebuild the visual system to match the Alignment Framework — logo, colour, typography, and graphic treatment, applied to real things so you can see how it performs.

Phase 3

Make It Stick

Everything documented, handed over, and ready to use from day one.

The Alignment Playbook

Everything from the engagement in one place — the words, the look, and how to use both. Written for your team. Ready to hand off on day one.

Touchpoints

Where the engagement includes building across your touchpoints, we build here. Each deliverable handed over with a recorded walkthrough as it's completed.

Phase 1

Find the Gap

Understand exactly where the outside has fallen behind the inside.
01

Fit Conversation

A 20-minute call to understand your business, where you've grown, and where things are falling short. If it's the right fit, we put together your options and walk you through them together.

02

The Proposal

We present three options based on what your business needs. We walk you through them on a call, answer your questions, and you choose the scope that's right. Once you're in, we get started.

03

Gap Session

The Gap Session is a working session with you and the key people who know the business best, and the most important step in the engagement. Before we meet, we'll ask you to send your marketing materials; website, deck, proposals, anything customer-facing. We review them cold, before we know anything about the inside of your business, because we need to see exactly what your customers see. Then we go deep into how the business actually operates. What you do, who you serve, what's changed, and where things are breaking down. Your ask: a few hours and honest answers. Everything that follows is built on what we learn here.

04

Gap Report

The Gap Report documents how the business operates, how it's currently coming across, and exactly where the two don't match. It's the north star for the rest of the engagement. Every decision we make from here traces back to it. Once it's complete, we walk you through it together so you have full context before we talk about what comes next.

Phase 2

Close the Gap

Build the language and look that reflect the business you actually run.
05

Findings + Direction

With the Gap Report in hand, we build the Alignment Framework—the language that closes the gaps. Not just what needs to change, but what it looks like changed: the refined words, the clearer positioning, the language your team can use without you having to explain it. We present the report and the framework together, so you see the problem and the solution in the same conversation.

06

Visual System

For businesses whose gap includes how they look, the visual system is the brand rebuilt to match the Alignment Framework. Logo, colour palette, typography, and graphic treatment, developed after the language is locked so the look and the words reflect the same business. If you're unsure whether this applies to you, it comes up in the fit conversation. Applied to real things so you can see how it performs, not just how it looks on a page. One to two directions, one round of refinements, then sign-off.

Phase 3

Make It Stick

Everything documented, handed over, and ready to use from day one.
07

Alignment Playbook

The Alignment Playbook is everything from the engagement in one place — the words, the look, and how to use both. Written clearly enough that anyone on your team can pick it up and run with it without needing to ask questions. The goal is that you hand it to a new employee, a freelancer, or a print shop and they know exactly what to do. All working files included.

08

Execution

Where the engagement includes building across your touchpoints, execution is where the alignment work gets applied across the materials your customers actually see. Each deliverable is handed over as it's completed — with a recorded walkthrough so your team can use it straight away, without scheduling a call.

Touchpoints

What can be built.

Depending on where your gaps are, the alignment work gets applied across the touchpoints your customers actually see. Each deliverable is scoped and priced individually.
Website
Designed and built to make it easy for the right people to say yes.
Social media kit
Branded templates for your key platforms — profiles, post formats, story formats, highlight covers.
Print + signage
Business cards, brochures, letterhead, banners, signage — whatever your customers are holding or walking past.
Pitch deck
A presentation that walks people through what you do without you having to over-explain.
Ad campaign
Concept and creative for a specific campaign, built around a defined objective.
How it's structured

Everything you need to know before the first call.

Timeline

Most engagements wrap in 4–8 weeks depending on scope. Timeline is confirmed at the proposal stage.

Remote

Everything happens over video. No travel, no wasted time. Clients across Canada and the US.

Investment

Fixed scope, fixed price. No retainers, no hourly billing, no surprises. Everything is confirmed before anything starts.

Your Involvement

A few focused working sessions and some honest answers about your business. We do the heavy lifting.

Ready to close the gap?

Fill out the form or email us directly. We'll schedule a 20-minute call. No pitch, just a straight conversation about whether this is the right fit. If it is, we'll take it from there.

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